How to Use Your 'About Us' Page as a Marketing Tool

Glitzy or elegant graphics on the home page of your company website can make a great first impression. But one very crucial element of your site is often overlooked. It is the “About Us” section, which is among the first three pages consumers go to when they visit a site.

Think about it: When you are visiting the site of a newly discovered business or organization, you often click to the “About Us” page to get a quick, clear idea of what the group has to offer. But if the description is clogged with trade lingo and vague broad claims, aren’t you frustrated?

It is important to state the basics in a straightforward way, but you also have to be careful that you aren’t boring people to death. Beyond simply informing people of the facts of your company and products, your “About Us” page can burnish your brand and become a new tool to hook customers.

The trick is to think of this page as a way to connect with your clients, not lecture them. The first thing to determine is if you have too much text on the page. Long chunks of text need to go. You will seem more approachable with a series of short, pithy items. First include the facts, such as who you serve, how long you’ve been in business, your location, your mission, and your long-term goals. Then you can get more personal.

Here are some suggestions:

• Tap into various media to promote your company. Post videos of you and your company, link to your blog or your LinkedIn site, and provide share buttons to your Twitter feed or Facebook.
• Tell the story of the founder or chief executive of your company, including his or her hobbies, travels, and any industry-related interests. People who do business with you want to know and trust your leaders.
• To establish your credibility, list your major clients, and possibly include testimonials from some of them. The logos of your biggest past and present clients will certainly focus the attention of readers.
• Mention awards you’ve won and what community service your firm has done. If you have been in business for more than a decade, give a timeline of milestones in your company’s history.
• Feature your employees, especially if you have a small staff. You can have people put together short summaries about themselves, including their hobbies. Include links to their blogs if they are relevant to the business. And if their jobs are client-facing, it’s a good idea to put contact information there.

Think about your “About Us” page as a free billboard promoting your firm that is active 24 hours a day. Anyone with a computer can see it. With that in mind, it’s worth a little extra effort to make sure it is as interesting as you, your business, and your offerings.